The phenomenon has left many media analysts and viewers asking a simple question: Why has Guillermo suddenly captured the hearts of so many devoted fans? While his innate charm and comedic timing certainly play a role, social psychologists point to a powerful and well-documented psychological mechanism to fully explain the craze—a concept known as "BIRGing," or Basking in Reflected Glory.
The Appeal of the Underdog and Authentic Vulnerability
Rodriguez’s widespread appeal is not entirely new; he already commanded a dedicated fan base from his tenure on Jimmy Kimmel Live!, where viewers grew accustomed to his self-deprecating humor and down-to-earth demeanor. However, his transition to the high-stakes, glittering ballroom of Dancing With The Stars has amplified those qualities on a much larger national stage.
In an era where everyday life feels increasingly stressful and navigating what is genuine versus fabricated has become a daily challenge, authentic representation matters deeply to audiences. Rodriguez’s refusal to take himself too seriously, combined with his willingness to be vulnerable about his limited dancing abilities, has struck a profound chord. Viewers frequently praise his lack of pretense, with online commentators noting that the world needs more genuine figures like Guillermo, especially now.
His self-awareness has only added to his endearingly resilient image. During one memorable moment after a routine, Rodriguez pulled open his shirt to reveal the phrase "Dancing 4 The People" written across his chest—a playful and transparent acknowledgement that it is the passion of the fans, rather than technical dancing prowess, driving his journey. At a time when many individuals struggle against the daily pressures of a demanding world, watching an unapologetic underdog persevere, stumble, and still make it through to the next episode provides a powerful sense of inspiration and comfort.
Success Feels Good, Even When It’s Not Ours
Still, Rodriguez’s continuing survival in the competition remains remarkable given the much higher technical skill levels of his fellow contestants. The intense, ongoing outpouring of public support that keeps him safely out of the bottom requires a deeper psychological explanation.
That explanation lies in BIRG, a term originally coined by social psychologist Robert Cialdini and his colleagues in the 1970s. Cialdini used the phrase "Basking in Reflected Glory" to describe the emotional rush fans experience when a person, team, or entity they support wins or succeeds. Even when individuals play no direct part in that success, witnessing it triggers a positive emotional lift that can feel almost as though they have achieved the victory themselves.
Cialdini’s foundational research demonstrated that publicly associating oneself with someone currently enjoying a winning streak enhances the supporter’s own positive self-image and self-esteem. Essentially, BIRGing operates as a form of impression management—a common psychological process where people highlight their connections to successful individuals to project their best qualities and cultivate a favorable public image.
This psychological driver accounts for the widespread cultural proliferation of team merchandise, bumper stickers, and celebrity-inspired trends that emerge whenever a public figure or sports team captures the cultural zeitgeist. When a public figure or competitor is having a standout moment, everyone wants to be counted among their supporters.
In the case of Dancing With The Stars, legions of viewers are actively basking in the reflected glory of Rodriguez’s surprising weekly survivals, casting enough votes to defy expectations and keep him deeply embedded in the competition. Even the show’s professional judges have seemingly caught the bug, openly leaning into the phenomenon. Following a recent Samba that earned a modest score of 13 out of 30, judge Derek Hough confessed to the contestant, "Just like everybody else, I’m obsessed with you." Fellow judge Bruno Tonioli echoed the sentiment, telling him, "I understand why you’re becoming a national obsession."
The enthusiasm extends directly to the production itself. The official Dancing With The Stars social media channels embraced the momentum, posting that they "couldn’t be more obsessed with Guillermo and Witney’s Samba." Despite low marks from the judges’ table, the sheer volume of viewer votes ensures that Rodriguez and Carson return to the ballroom week after week.
The Flip Side of BIRG
However, the psychological mechanics of fandom cut both ways. Strongly identifying with a celebrity, musical act, or competitive team means that shared success yields a vicarious thrill, but failure can bring genuine disappointment. Psychological research shows that fans frequently attempt to shield themselves from the sting of those failures through a corresponding behavior known as "Cutting Off Reflected Failure," or CORFing.
In practice, this means fans gladly adopt the pronoun "we" when their favorite succeeds, but quickly shift to "they" when things go wrong. While this dynamic can be difficult for performers to navigate, it serves a protective function for the consumer’s self-esteem and overall self-image.
This underlying psychological vulnerability also explains why fans of competing contestants can become fiercely defensive. Other participants in the competition possess their own dedicated fan bases, and supporters of more technically proficient dancers often worry their favorites might be sent home prematurely to make room for Rodriguez. Tensions have occasionally boiled over on social media, with critics accusing the show of being engineered to favor the underdog and posting frustrated comments demanding his elimination because his performances do not reflect traditional dance technique.
Despite the friction, Guillermo’s supporters show no indication of slowing down their campaign. Week after week, they continue to cast votes in massive numbers to keep his improbable run—and their shared experience of basking in his reflected glory—alive. Whether this passionate wave of public support can propel him all the way to the coveted mirrorball trophy remains to be seen, but the ongoing phenomenon offers a clear demonstration of just how compelling human psychology can be in the realm of entertainment.
